Here, we’ll break down the top 5 luxury companies that accept “by invitation only” concept in their marketing strategies.
Luxury companies are viewed as images in the minds of consumers that comprise the combination of a high price, quality of make, design aesthetic, meaning, service and rarity.
The luxury brands make use of these aspects a lot to attract the ultra-rich people from all over the world to raise the awareness of their brand and generate lots of sales.
Speaking of rarity and scarcity… It’s the final component of a luxury product. If it’s difficult to own, it’s luxurious.
One of the strategies that comes directly from this component is called “by invitation only”.
Invite-only marketing is a famous marketing strategy to grow the worth of a product or service by limiting access to invited people only. Its main objective is that you can only buy a product or service when being invited by the company.
This makes the users feel that they’re a part of something that’s unique and exclusive.
Indeed, EXCLUSIVE ACCESS CAN CREATE WHIRRING
Restricted ACCESS CAN GUARANTEE QUALITY
5. Net-a-Porter introduces “by invitation-only” high jewellery platform for the prodigals
Building on the success of fine jewellery platform, which launched last year, Net-A-Porter is now launching a category with an exclusive offer for its most valued customers.
Epic Privé is be an invite-only digital venue for big online spenders that like to discover unique treasures from some of the world’s leading high jewellery and watch brands.
Net-a-Porter brings the experience of a private jewellery salon to the online platform, to offer the topmost interactive experience in an online space which displays highly acclaimed jewellery maisons.
Net-a-Porter’s has been created to take the customer on an online journey, survey the most desirable products. Many of these pieces are “by invitation-only” and are unique pieces.
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4. Amazon’s online platform with “by invitation only” strategy
Amazon is launching an online platform showcasing high-end fashion and beauty brands, but to take their exclusivity to the next level it has adopted the unique strategy – meaning if you want to make a purchase, you’ll need an invitation.
The first shop on Luxury Stores features Oscar de la Renta’s pre-fall and fall/winter 2020 collections, including ready-to-wear, handbags, jewelry, accessories and a new perfume, with childrens wear “coming soon.”
Invited shoppers can explore exclusive styles from de la Renta and get early access to the fall/winter 2020 collection. which is now the only available shop through the brand’s boutiques and website. Other brands will join in the coming weeks. In addition to clothing and accessories, the launch will include video content starring model and actress Cara Delevingne.
Luxury Stores is available in the Amazon app “by invitation only”.
3. Tiffany & Co.’s secret salon with the concept of “invitation only” concept
On the 5th Avenue, next to Louis Vuitton, Gucci, Prada, Omega, Armani, Hidden above the main jewelry floor at Tiffany & Co.’s flagship store, beyond the shining glass cases of gold engagement rings and silver necklaces, there is a secret salon for those who like to spare their millions on lavish pieces of jewelry.
This exclusive venue is for Tiffany’s high-end clients, for the big spenders. those looking for rare gems, diamonds or bespoke creations that can cost millions of dollars, like the one worth of 4 million dollars. These few people, that are the ‘victims’ of invitation-only concept can feel the luxury vibes all day long while visiting this exclusive venue. They can eat, drink and take delight for the day in the companion of the most expensive diamonds and gemstones in the world. This is where Tiffany gets to boast about its priciest jewelry.
2. Luxury car manufacturer – Ferrari – adopting “invite-only” concept
A lot of billionaires find themselves in the position when they have a couple million dollars to spend and want to spare it on a limited edition car. Unfortunately, because of the idea of exclusivity in the top of luxury car manufacturers’ minds, the situation may be sometimes shifted so that the car chooses its owner, not they choose the car.
This means that even if you’re desperately wishing for a Ferrari Sergio, your chances of owning one are very low. Ferrari Pininfarina Sergio – The concept car, unveiled at the 2013 Geneva Motor Show, was designed in collaboration with Pininfarina, and each model is expected to sell for millions.
Only six people were able to take the car, and only if they were invited to do so.
1. Studio Succes – as the first ever “invite-only” luxury branding agency
Above were mentioned those luxury companies that at some point have adopted the concept of “by invitation only” in their marketing strategies to elevate the exclusivity of their brands.
Read the Exclusive Interview of Forbes with the founders of Studio Succes here.
Sometimes, however, the invite-only concept is even made the base of a company’s marketing strategy. To have access to such items/services, you need to be those selected to receive an invitation.
Studio Succes, being the first luxury branding/marketing agency that has adopted “by invitation-only” concept as the core of its activity, has been established to create, plan and manage branding strategies for affluent clients, including support in increase in social engagement.
The luxury branding agency is multifaceted; their team of experts helps you define your positioning and reach your niche audience successfully.
Their website is only accessible for the selected audience / clientele as they believe that to deliver the highest quality they first need to limit the quantity.Thus, you need to fit their clientele’s profile, to be able to request access to their website.
But the main objective of the one of a kind concept is not just the aim to generate exclusivity.
The owners of the company are sure that a brand is not merely a name: it’s a name with the potential to influence. People do not just buy/use products and services from a brand, they buy the image of the brand to show their own identity. Since Studio Succes knows the kind of clients they would match, they want to carefully select them to make sure that they only serve the right type of clients.
Another reason to adopt an invite-only strategy is that clients in the high-end luxury market value their privacy. Indeed, building a brand is not a matter that can happen overnight. It takes a lot of work and time.
Like forbidden fruit, products/services that are hard to obtain arise more curiosity. All in all, exclusivity is a great strategy to compete, but needs to be done carefully. Here, we’ve sifted out five “by invitation only” companies/brands that you can only dream of owning.
What are your thoughts on invite-only launches/companies?